Nerolac sings a new tune on social media

Kansai Nerolac's new social media campaign, Kuch Change Karein, Chalo Tune Badlein, invites people worldwide to come up with their own versions of the much popular jingle of the paint brand.

With the ever-increasing popularity of social media, brands just cannot shy away from using the channel to engage consumers. Kansai Nerolac Paints is the latest player to attempt to leverage the interactive opportunity of the medium. After its Nerolac Earth Matters campaign on Facebook last year, wherein consumers were encouraged to share sustainable living ideas and concepts, the paint brand has launched another initiative to interact with the youth.

Nerolac's popular jingle, 'Jab ghar ki raunak badhani ho, deewaron ko jab sajana ho, Nerolac. Nerolac', has been revisited and reinvented for various campaigns over the years, and has carved a unique identity of its own. The brand's latest social media campaign, 'Kuch Change Karein, Chalo Tune Badlein', invites people to personalise the jingle.

Looking to involve the consumer in the brand building process, the campaign invites consumers from across the country and even abroad to participate in the contest.

The submission phase of the campaign is currently live and participants can visit the Nerolac website or the brand's Facebook page for details. The new versions of the jingle will be put up for voting on Facebook and Twitter, competing in categories such as The Best Jingle, The Most Voted Jingle, The Best New Lyrics and The Best New Arrangement. Besides cash prizes, winning entries also stand the chance to be chosen for future brand campaigns. The results will be announced on September 1.

Sukhpreet Singh, vice-president, marketing (decorative), Kansai Nerolac Paints says that social media has become an important ingredient of the company's marketing mix.

"This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumer who is today financially independent and has a high disposable income," Singh says.